Young Australians and the Appeal of Military Service: Patriotism or Clever Marketing?

The Australian Defence Force has just reported its largest single-year increase in full-time personnel in more than a decade in a striking turnaround for a sector that has recently been struggling to fill its ranks.

The ADF saw its biggest annual jump in a full fifteen years, while application rates are at a five-year high. The median age of recruits sits at 23, indicating young Australians are increasingly choosing to pursue the military.

Defence Personnel Minister Matt Keogh credits the change to a blend of modernised recruitment strategies and updated eligibility rules. But behind those changes lies a bigger question: what’s driving a new wave of young Australians to consider military service?

Meeting Young Australians Where They Are

One of the most notable changes has been the ADF’s shift in advertising platforms and style.

“Doing that advertising in games, in computer games, utilising TikTok,” Mr Keogh explained.

“Making sure that we’re focusing on having that advertising presented where our target age groups are.”

For years, recruitment drives leaned more heavily on television spots, printed media, and traditional promotional events. But now, the ADF is pushing its message in the places that 18–25 year olds actually spend their time: online games and social media feeds.

The content itself has also evolved: instead of focusing exclusively on combat roles, the ADF now emphasises its more than 300 different career paths, from cyber operations to healthcare.

Broadening the Gateways

Another factor in the recruitment surge was updated eligibility criteria.

Previously, even minor medical conditions such as acne could disqualify a candidate. Now, this blanket approach has been replaced with a more tailored system that aligns requirements with the actual demands of the role.

For example, while infantry are still subject to the strictest physical and medical criteria due to operational demands, the same is not true for cyber operations, where work is conducted domestically, with no need for the physical rigours of deployable combat roles.

This pragmatic adjustment has not only expanded the pool of eligible recruits but also sent a clear message: the ADF is modernising, and not all roles require the traditional “boot camp” stereotype.

Patriotism or Practicality

The rise in recruitment could be seen by some as a sign of renewed patriotism. However, the reality is likely more complex.

There are many other factors that may be influencing young Australians, some of which include:

• Job security: In an uncertain economy, the ADF offers stable employment and clear career progression.

• Skill acquisition: Opportunities to gain training and qualifications that are valued both in and outside the military.

• Global uncertainty: Increasing geopolitical tensions may create a background awareness of defence as a national priority.

It’s also possible that for many recruits, patriotism is just one part of a wider suite of considerations that includes career prospects, lifestyle, and the appeal of belonging to a structured organisation.

A Cultural Shift?

While the ADF’s marketing and policy changes are clearly reaping rewards, there may also be a generational shift in how young Australians perceive service, with the force taking on the role of a technologically advanced, multi-role organisation that makes it feel more like a national career hub than a purely combat force.

If that perception sticks, it could reshape recruitment trends for years to come, and further alter public attitudes towards defence careers.

In the end, the record recruitment surge may be less about a sudden spike in flag-waving patriotism, and more about the Defence Force’s impressive ability to adapt to the realities of modern youth culture. By meeting young Australians on their own ground, both in terms of advertising and of career flexibility, the ADF is reframing military service as not just a calling, but as a stable and viable career choice for a new generation.